Blogs in hotel marketing


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This is a presentation that shows how hotels can use blogs in hotel marketing.

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Blogs in hotel marketing

  1. 1. Dennis, Evgenij, Kevin
  2. 4. History <ul><li>1994: Justin Hall, student, „ Webdiary “ about games and gaming-conventions </li></ul><ul><li>1997: first blog, from “web“ and “log“ got „weblog“ </li></ul><ul><li>Beginning in the USA </li></ul><ul><li>1999: Services „ LiveJournal “ and Blogger (later Twitter) founded </li></ul><ul><li>2008: 346 millions people read Blogs and 184 millions people operated own blogs </li></ul><ul><li>2002: establish blogs in Germany </li></ul><ul><li>seriousness and checkability of blogs for business corporation </li></ul><ul><li>was at commencement difficult </li></ul>
  3. 5. Technical Background <ul><li>Two classes: </li></ul><ul><li>-> those who operated the &quot;software-as-a-service principle&quot; one of commercial provider and users are asked for any simple registration available </li></ul><ul><li>-> those of the respective holders on their individual server or web space are usually operated under its own domain </li></ul>
  4. 6. Hotel Blogs? Blogs: „endless“ i.e. one long , downword and chronologic collate list of entries with a personal touch and a relaxed conversational The simplest form of a website on the text, images, videos and audio files are published Medium for representing aspects of one's life and of opinions on specific topics ( public diary ) Critical and interactive discussion / exchange / dialogue (networked &quot;blogosphere&quot;) Initiator initiates the blog and updated it also no paraphrasing
  5. 11. Hotel Blogs <ul><li>pratice: </li></ul><ul><li>Blogs can be very difficult to successfully market, you need the audience for </li></ul><ul><li>-> target group (young guests) </li></ul><ul><li>Blog writers are required to provide the most exclusive and readable content </li></ul><ul><li>-> better than the competitive product </li></ul><ul><li>Blogs need some start-up period , </li></ul><ul><li>i.e. A blog is not a timed marketing campaign, it must first establish </li></ul><ul><li>themselves </li></ul><ul><li>A new kind of customer care and customer retention is increased </li></ul><ul><li>-> Increase the sales </li></ul><ul><li>Market research tool </li></ul>
  6. 12. <ul><li>Ranking for search engines is increased by &quot;permalinks&quot; </li></ul><ul><li>High dispersion of readership by &quot;RSS feed&quot;, </li></ul><ul><li>E-mail subscription, &quot;Social bookmarking links&quot; </li></ul><ul><li>Opportunity for contact or booking </li></ul><ul><li>Introduce new offers </li></ul><ul><li>Comment on offers </li></ul><ul><li>Measures to improve </li></ul><ul><li>brand awareness </li></ul>
  7. 13. Advantages and Risks <ul><li>Advantages: </li></ul><ul><li>transparency and authenticity </li></ul><ul><li>contact and exchange </li></ul><ul><li>Customer care and customer loyalty </li></ul><ul><li>High visible scattering </li></ul><ul><li>Risks: </li></ul><ul><li>Seriousness and controllability of blogs </li></ul><ul><li>Too much transparency could also be bad publicity </li></ul><ul><li>The competition could manipulate Blogs </li></ul>